Apple iPhone 18 Pro (Max): Analyst shares price expectation amid RAM crisis

Over the past few weeks, rumors have suggested that the successor to the iPhone 17 Pro could end up costing more. Apple’s RAM costs have reportedly doubled due to the DRAM crisis, while prices for NAND flash storage are also increasing.

In addition, the Apple A20 Pro processor that’s expected to power the iPhone 18 Pro could cost significantly more than the Apple A19 Pro, since the chipset is expected to be based on TSMC’s more advanced 2nm process in Taiwan. MacRumors now cites analyst Jeff Pu and reports that Apple could absorb these higher costs and accept smaller profit margins. Therefore, at least the base models of the iPhone 18 Pro and iPhone 18 Pro Max are expected to carry the same price tag as the iPhone 17 Pro and iPhone 17 Pro Max.

If those claims are true, the iPhone 18 Pro with 256GB of storage would cost $1,099, while the iPhone 18 Pro Max with the same storage would cost $1,199 in the US. In order to keep the impact of the higher costs on profit margins as small as possible, Apple could negotiate aggressively with its suppliers, especially DRAM makers SK hynix and Samsung. Apple might also have found ways to save money on other core components, including the display and cameras. The iPhone 18 lineup is expected to be unveiled in September.